“What they don’t want us to do is go right into Christmas,” Rick Gomez, Target’s chief marketing officer, told the news outlet.

Target will debut its holiday marketing campaign, “Together’s the Joy,” on Nov. 1, company officials said. The theme was created based on customers’ feedback, emphasizing joyful moments.

As it gears up for the holidays, Target is competing with rivals Walmart and Amazon.

Last month, Target officials said the retailer would hire more than 100,000 temporary workers, a sharp increase over last year. Amazon reps said this month that the company would hire 120,000 temporary workers, while Walmart staff said instead that existing employees would be given more hours.

Target has a plan to draw in holiday shoppers: free shipping and a slew of gifts under $15. The free shipping will start in November, Target officials announced Monday.